THE ROLES OF FAMILY CONFLIT AND IDENTITY IN THE THEORY OF PLANNED BEHAVIOUR

摘要

This study extends the theory of planned behaviour (TPB) so that it incorporates family conflict and identity, in order to explain Vietnamese families' fish consumption behaviour. A sample of 487 Vietnamese consumers participated in this study. Structural equation modeling was applied in order to test the relationship between the constructs, and to evaluate their reliability and the validity. As expected, the findings highlight the importance of incorporating the roles of family conflict and identitywithin the traditional TPB variables. Thus, this study provides a better understanding of the roles of social variables in explaining food consumption behaviour.